Coaching for (a) Change: How to Engage, Empower, and Activate People

by Greg Giuliano

Let’s face change is hard.

And yet, that’s exactly what leaders are called to do—enable positive transformation for their organization, team, and team members. Traditionally, leaders have relied on a command-and-control approach to drive they tell people what to do.

But there’s just one it doesn’t work.

No one likes being told what to do. People want to be engaged, feel empowered to shape their work, and be activated to achieve their best.

In Coaching for (a) Change, Dr. Greg Giuliano draws on over two decades of leadership and coaching experience to offer a practical, adaptable path forward. Through the GR8 Coaching Framework—eight questions to quickly coach anyone, anytime—you will learn how to kick the “Expert Problem-Solver” habit, shift from manager to coach, and create the conditions for people to own their situation, own their solution, and increase their impact.

Real change is only a few good questions away. Are you ready to try coaching for a change?

221 pages, Kindle Edition

Published December 10, 2024

About the author

I am an advisor and executive coach to senior executives and teams all over the world, designing change leadership and team development strategies to lead organizational transformation. My mission is to help leaders and teams grow their capacity to enable positive disruption for markets, organizations, teams, and individuals.

I am the author of the #1 Amazon Bestseller Ultra Leadership: Go Beyond Usual and Ordinary to Engage Others and Lead Real Change and The Hero’s Journey: Toward a More Authentic Leadership.

When not out on a trail running or hiking, I can be found singing with jazz trios in Portland, Oregon.

Reviews

[Dammy]

This book delivers exactly what leaders need right now: clarity, structure, and a way to empower people without micromanaging them. Greg Giuliano’s GR8 Coaching Framework is simple but incredibly effective eight questions that help you move someone from “stuck” to “activated.”

What stood out most is how quickly the ideas can be applied. I used a few of the questions with my team the same week I finished reading, and the difference in engagement was noticeable. The book cuts through the noise and shows leaders how to create real ownership and accountability. Highly recommended for anyone who wants a more empowered and energized team.

[Priya Doty · Rating 5 out of 5]

a more natural management style

Greg's insights help shifted management from a command and control exercise in frustration to a co-created experience between the manager and employee. His latest book covers a deeper set of information than his past books and is well worth your time if you're looking to get the most from your employees, teams and level yourself up to the next level of leadership. In a way it's a true modern successor to the famous business book "what got you here won't get you there"

[Michael Doane · Rating 5 out of 5]

Coaching for (a) Change is a practical and insightful guide for leaders seeking to inspire transformation without relying on command-and-control methods. Greg Giuliano draws on decades of experience to present the GR8 Coaching Framework, empowering readers to engage, activate, and elevate teams. The book combines actionable strategies with a human-centered approach that makes leadership both effective and meaningful. Leaders and coaches will find real value in Giuliano's advice and the clarity with which he explains how to create conditions for ownership, engagement, and impact.

[Abraham · Rating 5 out of 5]

“What stood out to me was how practical the GR8 framework is. Most leadership books talk theory, but this one gives clear steps you can actually apply to conversations with your team the same day. It made me rethink how I show up as a manager.”

[ABID · Rating 5 out of 5]

“The section about shifting from telling to asking really hit me. I caught myself in the habit of solving everything for my team, and this book showed me how much that holds people back. A simple mindset change created a big difference.”

[James Readnerd · Rating 5 out of 5]

“I liked the real-life scenarios in the book they made the coaching concepts feel realistic instead of abstract. The example about helping an underperforming employee through curiosity instead of criticism was powerful.”
ately with my team.”

[Carol Morse · Rating 5 out of 5]

The story about the community outreach project before Christmas felt so realistic. The way one miscommunication spiraled into losing a strong employee… I’ve been there. This book treats leadership mistakes as learning moments instead of failures.

[Grace Walker · Rating 5 out of 5]

Giuliano’s story about losing a valuable team member early in his career hit me hard. The moment he realized he was “treating people like resources instead of humans” felt uncomfortably relatable. This book really made me rethink how I speak to my team on stressful days.

[Wendy · Rating 5 out of 5]

Giuliano’s story about losing a talented team member because he defaulted to command-and-control leadership hit me deeply. It reminded me that people don’t quit jobs they quit managers. This book gave me the mindset shift I didn’t even know I needed.

[Wilson · Rating 5 out of 5]

I’ve read dozens of leadership books, but none explained coaching as clearly as this one. The GR8 Coaching Framework finally showed me how to ask better questions instead of trying to fix everything myself.

[Josh · Rating 5 out of 5]

What I appreciated most is how brutally honest Greg is about his early failures. Most leadership authors avoid their mistakes. Greg embraces them and teaches from them. That alone made this book stand out.

[Emmanuel · Rating 5 out of 5]

The mix of Greg’s background therapist, executive coach, and business leader makes the book uniquely balanced. It’s emotional when it needs to be, but structured enough to put into action immediately.

[Bash · Rating 5 out of 5]

Farren Drury’s story about working hard to “make his mom proud,” and then realizing she already was proud, was surprisingly emotional. It reminded me that leadership is deeply personal, not just strategic.

[Damzy · Rating 5 out of 5]

What I loved most is how human this book feels. Greg doesn’t preach from a pedestal he walks you through his mistakes, his growth, and his realizations. It made me feel like leadership growth is possible, not overwhelming.

[JOHN · Rating 5 out of 5]

The statistics on coaching ROI especially the 700% return shocked me. I had no idea coaching cultures perform that much better. The book gave me justification I can bring to my own executive team.

[Chris · Rating 5 out of 5]

Giuliano writes like a coach, not a lecturer. I found myself pausing to think about his questions before turning the page.

[DAMMY]

I appreciated the honesty in admitting he used to rely on command-and-control because that’s all he knew. So many leadership books pretend the author has always been perfect. This one doesn’t.

[Ester]

I appreciated the honesty in admitting he used to rely on command-and-control because that’s all he knew. So many leadership books pretend the author has always been perfect. This one doesn’t.

[Esthy]

The part about asynchronous teams really landed. Our whole company is remote, and I realized we’ve been trying to manage like it's 1995. Coaching is clearly the path forward.

[Jessica · Rating 4 out of 5]

Giuliano’s background as both a therapist and a corporate leader gives this book a unique tone — empathetic but practical. I trusted him immediately.
nager.

[Kore · Rating 5 out of 5]

The story about Farren Drury realizing he was working to make his mother proud actually made me tear up. This book surprised me in ways I didn’t expect.

[Paul James · Rating 5 out of 5]

What stayed with me most was when he said, “The three most powerful words a Leader can utter are ‘I trust you.’” That alone was worth the whole book.

[Precious Daisolae · Rating 5 out of 5]

I loved the GR8 Coaching Framework. It gave me simple questions I could immediately use in one‑on‑one meetings. I tried it the same day and saw a better conversation than I’ve had in months.

[Elaine Humphrey · Rating 5 out of 5]

The section about autonomy and Daniel Pink’s “Drive” gave me language for something I always sensed but couldn’t articulate. Coaching isn’t soft it’s strategic. This book made that finally click.

[Rhoades]

As someone managing a remote team, the section about asynchronous leadership spoke directly to my challenges. He explains why trust not monitoring is the real foundation of remote success.

[Mayor · Rating 5 out of 5]

I tried two questions from the GR8 Framework during my next 1-on-1, and I got more insight from my employee in 15 minutes than I had in the last two months. That’s how practical this book is.

[Michael · Rating 5 out of 5]

One insight that stuck with me: coaching isn’t something you “schedule”; it’s how you show up. That one idea completely changed how I think about leadership conversations.

[Faith · Rating 5 out of 5]

The evidence he cites from Gallup, ICF, and HCI gave the book credibility. But the real power comes from how he blends that with personal stories from his early leadership days.

[Alvin · Rating 5 out of 5]

“The three most powerful words a Leader can utter are ‘I trust you.’”
That line alone was worth reading the entire book. I’ve already written it on my office whiteboard.

[Mophor · Rating 5 out of 5]

The part where he assigned tasks without engaging the team really mirrored how I’ve handled projects. This book showed me why my team sometimes pushes back they want ownership, not orders.